using inbound marketing to generate more online reviews

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Using Inbound Marketing to Generate More Online Reviews

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Post on 15-Dec-2014

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Every other month in Central Florida we have a Hubspot User Group Meetup (HUG). These are my slides for our latest meetup that was held at Cork and Olive in Lake Mary, FL. We had a great turnout and really great networking. For more info on Market Loyal, email Dustin @ [email protected]. To see when our next HUG meetup is, visit inboundcfl.com.

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Page 1: Using Inbound Marketing to Generate More Online Reviews

Using Inbound Marketing to Generate MoreOnline Reviews

Page 2: Using Inbound Marketing to Generate More Online Reviews

Co-Founder, Market Loyal@dustindetorres & #inbound14MarketLoyal.com877-959-1260

• 10 Years of Marketing experience

• 3 Start-ups

• 5 yrs, hands on Hubspot experience

Page 3: Using Inbound Marketing to Generate More Online Reviews

of consumers say that positive reviews make them trust a local business more

of consumers say they trust online reviews as much as personal recommendations

72

%

88

%

73

%

of consumers will take action after reading a positive review

Page 4: Using Inbound Marketing to Generate More Online Reviews

Generating Online Reviews & Feedback

using Inbound Marketing

Two Parts

GAINING VISIBILITY using your online reviews

&

1

2

Page 5: Using Inbound Marketing to Generate More Online Reviews

Testimonial Station

• Captures while in your location (auto?)

• Add to Yelp, G+ and YouTube

• Add to Testimonial page on your site

• Have WordPress? Tons of Plugins.

TIP: Have someone follow up with these people and ask for a and review if they haven’t already.

Page 6: Using Inbound Marketing to Generate More Online Reviews

Blog Posts

• Utilize a section at the bottom of the post for a feedback request CTA

• Show customer testimonials and or give an incentive for FEEDBACK (not online review)

• TIP: If you’re using Hubspot, use Smart CTA’s to show different offers. (Customers = Feedback Request; Leads = MOFU Offer)

Page 7: Using Inbound Marketing to Generate More Online Reviews

Landing Pages

• Make it easy and quick for them to give feedback

• Have a happy video for positive feedback and an apologetic video for negative feedback.

• Segment the feedback into two different workflows.

• Push the positives to giving a review online.

• Push the negatives to giving you a reason why it was negative. (Don’t give links to review sites!)

• If you’re using Hubspot, you could implement a lead score associated to feedbacks.

Page 8: Using Inbound Marketing to Generate More Online Reviews

Offline Print• Implement into your current processes• Drive people to your feedback landing page

For example, if you’re a Doctor’s office…..

• Appointment Cards• Waiting room posters• Direct mail reminders to patients

Page 9: Using Inbound Marketing to Generate More Online Reviews

Clear Instruction Cards

• Make’s it super easy to understand how to add a review.

• Create one for each location

• Handout at physically at location or electronically (LP + Email)

Page 10: Using Inbound Marketing to Generate More Online Reviews

Email Signatures

• Have every employee add to signature (how many emails go out each day!?)

• Give the option to review past feedback

Page 11: Using Inbound Marketing to Generate More Online Reviews

Barnacle SEO

Leveraging other sites rankings for your site’s benefit

•Yelp•TripAdvisor•Urbanspoon•Other niche directory and review sites

TIP: Google your business and competitors. Make a list of the directory and review sites that rank well.

Page 12: Using Inbound Marketing to Generate More Online Reviews

Turn Reviews into Videos

• Turn some of your best online reviews into videos and add a Playlist on your YouTube channel.

• Fiverr.com has actors that will do it for cheap!

• Optimize the videos for different keywords, track and adjust.

Page 13: Using Inbound Marketing to Generate More Online Reviews

Retargeting

• Create ads for some of your online reviews & feedback.

• Target visitors from specific pages or that have abandoned certain actions.

• Facebook Retargeting

Page 14: Using Inbound Marketing to Generate More Online Reviews

Thanks!Dustin DeTorresCo-FounderMarketLoyal.com877-959-12660